Економічний вісник університету (Apr 2018)
Role of high school brand in the formation of brand-oriented national economy
Abstract
The formation of a pyramid of brand-persons of a higher educational establishment and the conditions of its stability are traced. The essence of the phenomenon and components of the personality brand T.M. Bogolib are determined. The influence of the brand-person on the formation of the brand of the higher educational institution «Pereiaslav-Khmelnytskyi Hryhorii Skovoroda State Pedagogical University» is researched. The role of the brand in advancing science through brand-events is considered. The necessity of increasing the role of educational institutions in the formation of a brand-oriented national economy is substantiated. The subject of the study is the theoretical and methodological principles of the brand-personality, the brand of the educational institution, brand-event in the formation of a brand-oriented national economy. The purpose of the work is to substantiate the influence of individual forms of the brand (personality, organization, events) on the formation of brand-oriented national economy. To achieve the goal were used: a functional approach - to determine the brand of a higher educational institution in terms of their functions; systematic approach - to the methodology of scientific knowledge of brand-oriented national economy, which allowed to reveal the integration potential of individual brand forms; managerial approach - to the brand management process in a particular higher education institution. The practical significance of the results obtained is the possibility of their use for the formation of brands of other higher educational institutions, as well as the formation of a brand-oriented national economy as a whole. Conclusions. The formation of a brand-oriented national economy is an evolutionary process that needs to be managed to improve its efficiency. Brand provides increased competitiveness for each branding object: personality, events, organizations, national economy as a whole. Branding is a powerful management tool that requires constant use, control and personal responsibility for its implementation.
